From Suffragettes to Influencers: The Evolution of Feminist Consumerism

In the early 20th century, women marched with banners and chained themselves to railings to fight for the right to vote. Today, feminism has a new battlefield—and it's lined with hashtags, shopping carts, and influencer-curated wishlists. The journey from political suffrage to the power of the purse has reshaped not only how women engage with the world, but also how they are marketed to—and how they market themselves.

The Birth of the Female Consumer

The suffragette era marked not only a political awakening for women but also an economic one. As women gained the right to vote, they also began to assert themselves in public life—including in the marketplace. The rise of department stores in the late 19th and early 20th centuries gave women one of their first socially acceptable reasons to venture unchaperoned into public spaces. Shopping became both a necessity and a form of liberation.

What was once considered frivolous or vain began to take on a subversive quality. In reclaiming public space, women also reclaimed the narrative around consumption.

Consumerism and the Feminist Wave

The second-wave feminism of the 1960s and 70s often critiqued consumerism as a patriarchal distraction. Feminist theorists argued that the beauty industry and domestic advertising reinforced limiting gender roles. Yet, even then, women wielded significant consumer influence—making the majority of household purchasing decisions.

Fast forward to the 21st century, and a new form of feminist consumerism has emerged—one that embraces empowerment through choice, economic independence, and brand alignment with values.

Enter the Influencer: Feminism as a Brand

Social media has drastically transformed how feminist messages are disseminated—and commodified. From #GirlBoss aesthetics to Instagram influencers sporting "The Future is Female" tees, feminism has gone mainstream. For better or worse, it’s also gone commercial.

Influencers, many of them women, have created platforms that blend lifestyle with activism. They sell not just products, but identities—eco-conscious, empowered, stylish, and socially aware. In this realm, feminism becomes both message and marketing strategy. The question is: who benefits?

The Double-Edged Sword of Marketplace Feminism

Marketplace feminism—a term coined to describe the commodification of feminist ideals—has opened doors for representation, but it also risks diluting core feminist goals. When empowerment is sold in the form of a $200 wellness supplement or a sustainably-made t-shirt, the line between advocacy and profit begins to blur.

Brands now know that aligning with feminist values can drive sales. But this relationship demands scrutiny. Are companies truly investing in gender equality, or are they simply capitalizing on a movement?

Sustainability, Ethics, and the Conscious Feminist Consumer

The modern feminist consumer is not just aware of gender politics; she’s increasingly attuned to the ethics of what she buys. This means asking questions like:

• Was this item made in a sweatshop where women are underpaid and overworked?

• Is this brand run by women or investing in women-led communities?

• Is this product sustainable, or is it part of the fast fashion problem disproportionately harming marginalized women globally?

Sustainability and feminism are deeply intertwined. Climate change and environmental degradation often affect women—especially in the Global South—more severely. Conscious consumerism becomes not just a lifestyle choice but a form of intersectional activism.

Beyond Buying Power: Towards Real Economic Empowerment

True feminist consumerism is not about buying more; it’s about buying better—and pushing for systemic change. This means:

• Supporting women-owned and BIPOC-led businesses

• Advocating for ethical labor practices and supply chain transparency

• Demanding accountability from brands that use feminism as a façade

It also means recognizing that not all empowerment comes with a price tag. Sometimes, it comes through community organizing, financial literacy, or mutual aid—not a limited-edition collab.

Reclaiming the Power of the Purse

From suffragettes fighting for political power to influencers navigating digital capitalism, the story of feminist consumerism is one of evolution and contradiction. Today’s challenge lies in wielding purchasing power thoughtfully—not just to express identity, but to advance equity, sustainability, and social justice.

The future of feminist consumerism is not in the checkout cart, but in the choices we make, the voices we uplift, and the systems we dare to challenge.

Related Stories